Never before has so much been written about how a particular generation shop. Gen Z has captured the imagination of retailers everywhere.
It’s true that we love all things tech, spend probably an unhealthy amount of time on our phones and enjoy interactive brand experiences, but Gen Z are multidimensional and it’s important to remember that. Contrary to perhaps popular opinion, we don’t want to only be offered shopping experiences that feature little or no human interaction.
Last month, I spent my Friday shopping in central London. It was my birthday, and we hit Regent Street for some retail therapy before heading to Dishoom, my favourite restaurant in Carnaby. Our first stop was Hollister, which in the mid-2010s was a hotspot for teenagers who enjoyed interacting with shop assistants who went out of their way to chat and socialise with shoppers. It was quite a contrast when we walked in a few weeks ago. The west-coast super friendly welcome was gone, and the assistant at the door seemed incapable of taking his eyes off his phone. I assume that the phone was being used as a POS system, which I understand, but it was a shame that this new ‘customer focused’ innovation detracted from the human-to-human initial contact that we all loved some 10 years earlier.
Although their methods of attracting customers have (rightfully) changed over the years (remember the models flanking the doors, ready to take photos with shoppers?), the physical in-store environment has remained very similar, which I don’t think is a bad thing. Their shop is set up like no other – an immersive experience which really made me feel like I was in a Californian beach house. I felt nostalgic wandering around, like I was my teenage self again, desperate to get my hands on the latest body spray or hoodie they had to offer.
Tommy Hilfiger was the next shop we visited, where there was little to no technology (that I saw). Instead, we were greeted by friendly shop assistants who were on hand with any help if we needed but took a step back when their assistance wasn’t necessary. To me, this is the perfect balance and ideal retail experience. Aside from the fantastic shop assistants, there were a few very cool installations in the store which I took photos of and uploaded to Instagram. I’ve said in previous blogposts that Gen Z love an ‘Instagrammable’ moment and I have no shame in saying I perpetuate the stereotype!
After we were done shopping, we headed to Dishoom. Although not strictly a part of the retail world, the hospitality industry is very similar in the sense that front-of-house team members are representatives of the restaurants, just like in retail stores. As soon as we were sat down, the waiter was extremely helpful, explaining certain items of the menu and giving his recommendations. He was on hand throughout the meal, topping up our water glasses and asking if we needed anything. At the end of the meal, we were surprised with free pudding! Our waiter said that he could tell we were celebrating a birthday (I’m not sure how as there were no balloons or badges in sight!) and wanted to treat us, which was the cherry on top of a literal cake.
While I was really grateful for his attentiveness, there is a fine line. I was once in a restaurant with my parents and the waiter took one look at us and exclaimed, “Oh, I know you guys!”. He then proceeded to tell us exactly what TV my parents had, what wallpaper was on their living room wall, and what kitchen cabinets they had recently installed. It transpired that he was my parents’ window cleaner, so of course knew exactly what their house was like. But regardless of his role as their window cleaner, this was weird. He overstepped a boundary and made us all feel a bit uncomfortable.
Anyway, back to Dishoom. If I were to experience the same treatment I had in Dishoom in a retail environment, I would likely find it too full on. However, this doesn’t mean that retailers can’t learn something from the way in which restaurants treat their staff. Good waiters anticipate needs, they don’t stick around for longer than they’re needed, they offer advice and most importantly, they make their diners feel comfortable and valued. That is what I, as a Gen Z, want when I go shopping.